Markets

On the first official day of Content Americas (Hilton Downtown, Miami - January 20-23, 2025), Maria Rua Aguete, Head of Media and Entertainment at Omdia, captivated audiences with a conference on content and emerging trends. Rua Aguete's presentation shed light on the evolving dynamics of video consumption, focusing on the preferences and habits of Millennials and Gen Z.

According to Omdia’s latest survey, TikTok and YouTube have solidified their positions as the dominant video platforms for 18-35-year-olds in the USA. TikTok, with 1.9 billion monthly active users globally (including 145 million in the USA), outpaced its competitors in 2024, generating $63.3 billion in global revenue, nearly doubling YouTube’s $33.3 billion.

“Platforms like TikTok, YouTube, and Meta are reshaping media consumption in the USA,” Rua Aguete explained. She highlighted that 92% of TikTok users also engage with YouTube monthly, reflecting the synergy between platforms. Daily engagement numbers also favor YouTube, with 61% of TikTok users tuning in daily compared to 50% and 44% for Instagram and Facebook, respectively.

Rua Aguete addressed the potential impact of a TikTok ban in the USA, predicting that such a move would redirect users toward platforms like YouTube, Facebook, and Instagram rather than new entrants. Notably, 52% of YouTube’s viewership in the USA now occurs on TVs, reflecting the rise of connected television.

Another key insight was TikTok's strong cultural resonance within Hispanic communities in the USA, where Hispanic users engage more frequently than non-Hispanic users. This demographic trend underpins the broader appeal of short-form video content across diverse audiences.

In addition to trends in the USA, Rua Aguete discussed the growing Latin American market. Subscription Video On Demand (SVOD) in the region is projected to grow from 154 million subscriptions in 2024 to 174 million by the end of 2025. Netflix leads the market, with an expected rise from 51 million subscriptions in 2024 to 57 million in 2025. Investments in Spanish-language content and ad-supported models are key drivers of this growth, particularly in Mexico and Brazil.

As streaming giants like Netflix and Disney+ continue to expand their presence, the shifting preferences of younger audiences toward mobile and TV-based consumption highlight the dynamic nature of the content ecosystem. Maria Rua Aguete's insights underscore the need for adaptability in a rapidly evolving digital landscape, making her session a cornerstone of Content Americas 2025.